Idrottsevenemangets påverkan och betydelse : En kvalitativ studie om gemensamt värdeskapande på idrottsevenemang

Sammanfattning: The purpose of the study is to investigate how value is created in the relationship between company and consumer. Create an understanding of how value creation occurs between sports associations and visitors through sensory marketing and service logic. Our conclusion is that sports associations work to create value for visitors through sensory marketing and service experience. Visitors experience sensory impressions and reflect on perceived service level at sporting events. Common value for visitors and association is created through relationships in a joint creation process. The shared value can be prevented from being created in societal crises when people cannot meet and consume sports experiences. Further research can investigate how the pandemic affected sport associations and the economics.